Healthy ageing is often framed around longevity, mobility and independence. But beneath all three is something even more fundamental, the ability to breathe well. As populations across the Southeast Asia grow older, respiratory health is becoming too important to overlook.
A YouGov study of more than 200,000 adults across Malaysia, Indonesia, Singapore and the Philippines found a familiar disconnect, while 70% aspire to be healthy, at least one in three admits they are not doing enough to protect their health.
In conjunction with World Immunization Week, Pfizer Malaysia and healthcare professionals have launched “For the Reasons that Matter,” a multi-country public awareness campaign focused on adult respiratory health. Launched across Malaysia, Indonesia, Singapore and the Philippines, the campaign brings together medical experts to highlight how serious respiratory illnesses, including COVID-19, influenza, respiratory syncytial virus (RSV) and pneumococcal pneumonia can affect quality of life, independence and the ability to be present for the people and responsibilities that matter most.
"Across all four of our markets, we are seeing a clear gap between what adults want for their health and the steps they take to protect it. Many adults care deeply about staying well, yet conversations about respiratory health are often delayed until something feels urgent. This campaign was created to make this conversation more relevant, more human, and more actionable. It is about helping adults stay well as they get older, with healthcare professionals playing a vital role in guiding those conversations," said Deborah Seifert, Cluster Lead, Pfizer Malaysia, Singapore, Indonesia and the Philippines.
Adults aged 60 and above now account for 12% of Malaysia’s population, with the elderly projected to reach 5.8 million by 2030. As the population ages, the country is also facing one of the region’s highest burdens of chronic disease. The National Health and Morbidity Survey (NHMS) 2025 found that 39% of older Malaysians have diabetes, 73% have hypertension, and 76% have high cholesterol. More concerningly, 30% are managing all three conditions at once, while half of those diagnosed with diabetes or hypertension still have their condition under poor control.
The hidden health risks that can derail healthy ageing
According to the NHMS 2025, only 14.7% of older Malaysians are ageing well across all five key markers of healthy ageing and that figure declines further with age. It is a stark reminder that feeling well today does not always mean being well prepared for the years ahead. For older adults already living with diabetes, hypertension, or other chronic conditions, serious respiratory illnesses such as COVID-19, influenza, RSV and pneumococcal pneumonia rarely come alone. They can unravel years of carefully managed health, lead to hospitalisation, and place a heavy, often unseen strain on families until the impact becomes impossible to ignore.
"Respiratory health often feels invisible until something goes wrong. Unlike a sprained ankle or a skin condition, you cannot see your lungs. So people assume they are fine. But respiratory illnesses like pneumococcal pneumonia, influenza, COVID-19 and RSV are not just inconveniences. They can lead to serious complications, especially as we age. Protection against respiratory illnesses is not about adding another task to your to-do list. It is about protecting your ability to keep doing everything else on that list," said Dr. Rokeshwar Hari Dass, Head of Corporate Health, Marketing and Communication, CareClinics Healthcare Services.
The role of healthcare professionals
Healthcare professionals remain the strongest influence on whether adults take meaningful action for their health. In Malaysia, 56% of adults say they turn to social media for health information, nearly on par with doctors and healthcare professionals at 47%. This shift shows a growing tendency for adults to seek answers on their own before stepping into a clinic.
Dr Dirga Rambe, an Internal Medicine Specialist, said Indonesians turning first to social media or online sources to understand illnesses such as influenza, pneumonia or COVID-19 is not a sign of misinformation, but a sign of intent. People are already looking for answers. The real challenge is making sure that search leads somewhere useful. He said turning curiosity into meaningful action depends on three things: access, trust and relevance. Adults need to be able to see a doctor without barriers, feel heard when they do, and understand why that information matters to their own health. Too often, many still do not realise they are at higher risk—especially adults over 50 or those living with conditions such as diabetes or heart disease. The doctor’s role is no longer just to inform, but to meet patients where they already are: online, curious, and looking for clarity.
“When I ask my patients what they hope for in later life, almost no one tells me they simply want to live longer. What they want is to stay independent, remain active with their grandchildren, keep travelling, and avoid becoming a burden to those around them. Respiratory health is a key part of making that possible. The choices we make in our fifties and sixties help shape the quality of life we carry into our seventies and eighties. This is not about fear. It is about agency, and about choosing the kind of older adult you want to become,” said Professor Dr Tan Maw Pin, Professor of Geriatric Medicine, Universiti Malaya.
“For older adults, serious respiratory illnesses such as RSV, influenza, COVID-19 and pneumococcal pneumonia often have consequences that last far beyond the initial infection. As we age, recovery becomes slower, complications become more likely, and a single respiratory illness can set off a chain of health setbacks from physical decline and falls to cognitive deterioration and loss of independence. The campaign’s focus on healthy ageing is not incidental. It reflects a clinical reality that makes this conversation both timely and urgent,” explained Professor Dr Tan Maw Pin.
"Many adults do not fully understand the burden of serious respiratory illnesses such as COVID-19, influenza, RSV and pneumococcal pneumonia. They do not know that their age and their underlying conditions put them at elevated risk. We have the responsibility to advise when patients are still healthy and still making choices. That is when we can raise awareness and make a real difference. Once someone is already seriously ill, we are managing consequences. We want to be upstream of that moment, not downstream," said Dr Rokeshwar Hari Dass.
At the heart of the campaign is a simple but powerful truth: adults protect their health not for health's sake alone, but for the people and responsibilities that give their lives meaning.
For many Malaysian adults, the sandwich generation reality is deeply familiar, caring for ageing parents while raising children, managing households alongside work, and too often placing their own health at the bottom of the list. "For the Reasons that Matter" reframes that instinct. Looking after your respiratory health is not self-care at the expense of your family. It is about doing what is necessary to keep showing up for the people who rely on you.
As populations age and chronic conditions become more common, healthy ageing can no longer be viewed through longevity alone. It is also about preserving independence, resilience and quality of life. Respiratory health is a critical part of that equation and one that deserves greater attention, earlier conversations and more proactive care.
